Mobile marketing can either make or break a company. If done right, companies can see great benefits from mobile marketing, especially since the majority of consumers use their mobile devices on a daily basis. Mobile marketing is perhaps the easiest way to reach a broad number of consumers, but companies must keep in mind that if they want their mobile marketing techniques to be successful, personalizing the mobile experience for their consumers is a must. The best part of mobile marketing from a consumer’s point of view is the convenience of it. Instant access to their favorite companies from their mobile devices is a dream come true, but it can quickly become a nightmare if companies are not careful. Consumers like to have control over the type of advertisements they receive through their mobile devices. If companies do not allow their consumers to have this control, they are likely to lose business. No one likes to be bombarded by mobile advertisements, so the idea that consumers can choose which types of advertisements work for them is a plus. No matter what type of mobile marketing companies choose to use, they should always allow their consumers to have the control.
Success behind New York Times’ personalized app
The New York Times has currently updated their mobile app to allow users to personalize the app to their liking. Users can customize the app to alert them about certain types of news that they want to hear about. According to Mobile Marketer, the goal behind this new update was to create more engagement from users. Users have greatly appreciated the update because now they can cater the app to their personal interests. Users can also customize the notifications they receive from the app alerting them about articles that fall in the categories they want to read about. Before the update, push notifications about all types of articles would be sent to users, and sometimes that is enough to send them running. Consumers do not like to be bombarded by push notifications, especially if they have no control over them, so it is important for companies to either take it easy with notifications or let consumers customize how and when they receive them. Now that the New York Times has made this adjustment to their app, their current users are happy and they are continuing to gain more users as well. The Times has also made adjustments to their video and other features to make their consumers’ mobile experience convenient. Users can easily watch news coverage video through the app on smartphones and tablets without technological issues. They can also find past articles or news coverage that they might have missed. Overall, the Times has made updated to their application that have ultimately enhanced the experience for their consumers. Companies should constantly be updating their mobile sites in order to make life easier for their consumers if they wish to see success from their mobile marketing.
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